Beverage brand I heart wines introduces younger consumers to the category with a new pop-up experience hosted by Love Island star Liberty Poole.

The pop-up, ‘Get Ready with I heart’, took place at Birmingham’s Bullring, with the first 100 attendees being gifted exclusive goodie bags filled with wine and other treats.

It was centered around the idea that “getting ready for a night out is half the fun”. Visitors were given mini makeovers, courtesy of Barry M Cosmetics and were offered free wine samples.

To promote the pop-up, the brand unveiled a mix of paid and organic social media content.

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The activation was part of a larger integrated campaign that ran across broadcast video-on-demand, the Daily Mail homepage, social advertising, in-store activity and a Deliveroo campaign.

“We’re showing up where our audience are – on socials, on screens, and now in real life – with experiences that reflect who they are and how they drink wine today,” said Emma Fogerty, senior brand manager at I heart wines.

“It’s about removing the pressure, dialling up the joy, and making I heart the wine people reach for those gal bonding moments.”